One of my favorite books in recent memory has been Don't Think Pink by Lisa Johnson and Andrea Learned. What a highly relevant topic for our time. Marketers are finally waking up to the fact that women make the majority of consumer decisions and that this undeniable trend has incredible leveraging power.
So what I urge everyone to do is to get in touch with their feminine side.
Most properties take a male approach to business. They focus on penetration, penetration, penetration. And what happens? Someone's left unsatisfied, right? What gets products to develop virally in this digital age is having something unique and having a genuine connection with consumers that goes beyond selling a widget. Just as women create for
others, build villages and foster feelings, successful companies leverage social media to create brand ambassadors, build communities and foster their own community.
This isn't a fad or just another way for you to generate more PR. Fostering communities digitally is a viable way to create authentic, sincere stories about you or your client's brand. It creates a message that resonates with consumers and their peers.
And who wouldn't like that?
-Johnny
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